International Journal For Multidisciplinary Research

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Framing Public Health in Digital News: a Sentiment Analysis of Kanti Velugu Coverage in Telugu - Language Online Newspapers

Author(s) Mr. KEMSARAM SAIKRISHNA
Country India
Abstract Kantivelugu initiative is a large-scale public health program launched by the government of Telangana aimed at providing free eye screening and vision care across the state. This paper examines how the initiative has been emotionally framed by two prominent Telugu digital news platforms Namasthe Telangana and ABN Andhra Jyothi across both of its phases (2018-2019 and 2023). Drawing on the concept of media framing and using a computational sentiment analysis approach (Pang & Lee, 2008: Zhang et al., 2018), the study compares the emotional tone embedded on the digital coverage. 100 full length articles (50 from each source) were extracted using automated scrapping and keyword based filtering.

Using Deep Translator the articles were translated from Telugu to English and were analysed using TextBlob to classify their sentiment polarity (positive, neutral, negative). The findings reveal that Namasthe Telangana has published nearly twice as many positively framed articles i.e around (46%) as ABN Andhra Jyothi (14%), which has remained predominantly neutral. Notably, no negative sentiment was detected in either of the outlets. These results align with media framing theories (Entman, 1993; Wallack et al., 1993) and suggest a general supportive media environment surrounding state-led public health initiatives, with variation in positive emphasis possibly reflecting editorial or political alignments. This study contributes to understanding digital media’s affective framing in regional health communication contexts (Nayak & Devdas, 2021).
Keywords Public Health, Telugu digital news platforms, Framing, Sentiment analysis, Kanti Velugu.
Field Sociology > Journalism / Media
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-07-22
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.51786
Short DOI https://doi.org/g9t2gs
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